CREATING CUSTOMERS’ PURCHASE DECISION THROUGH CO-BRANDING IN CREATIVE INDUSTRY

• Main Author: Regina (19215064), Rosa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/30688
• Institution: Institut Teknologi Bandung

Some of the biggest problems faced by MSMEs in Indonesia are limited amount of <br /> <br /> <br /> capital for both working capital & investment and difficulties marketing (Kamar <br /> <br /> <br /> Dagang dan Industri, 2016). There are many strategies to scale up and increase sales <br /> <br /> <br /> of MSMEs in Indonesia. Collaboration strategy is one of way to increase companies’ <br /> <br /> <br /> value. Collaboration is considered as the best concepts of negotiation and resource <br /> <br /> <br /> arbitration of companies’ resources in the form of expertise, access and capital <br /> <br /> <br /> (Raharja, 2009). One of the strategies from collaboration is co-branding. Companies <br /> <br /> <br /> use co-branding strategy to pursue customers’ purchase decision in order to increase <br /> <br /> <br /> the company’s profit (Nurpriyanti & Hurriyati, 2016) <br /> <br /> <br /> The purpose of this research is to analyze the influences of co-branding on purchase <br /> <br /> <br /> decision, and to find the factors affecting co-branding. Data analyzing were done <br /> <br /> <br /> using quantitative method, simple linear regression and descriptive analysis. The <br /> <br /> <br /> result showed that co-branding has positive influence to the customer’s purchase <br /> <br /> <br /> decision with coefficient of determination score 40,6%. There are 5 factor in cobranding <br /> <br /> <br /> that influence customer’s purchase decision, they are; adequate brand <br /> <br /> <br /> awareness, positive customer’s judgement, unique association, favorable, and <br /> <br /> <br /> duration. According to the ranking and desctriptive analysis, the factor of co-branding <br /> <br /> <br /> that gives biggest influence to customer’s purchase decision is favorable with the <br /> <br /> <br /> score of 89% and 424.